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The casual-dining category continues to be in flux, as Arby’s today launched a review of its creative assignment.
The incumbent, Omnicom Group’s Merkley + Partners in New York, is not defending. Merkley has handled the account since 2004.
Arby’s spent $128 million in major measured media last year, down from $140 million-plus in ’08, per Nielsen. Ad spending in the first half of 2010 was slightly more than $50 million.
EBJ Consultants is overseeing the process.
Wendy’s/Arby’s, the parent firm, last week reported a 4 percent second-quarter revenue slide to $877 million compared to the same period a year ago.
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